Tag Archives: Public Relations

Need more proof the Internet has arrived?

Posted on January 10, 2013 by Jon| Leave a comment

 

If there is anyone who still doubts that the Internet is becoming the major source for us to gather news and entertainment, just look at a few estimates by leading research organizations:

  • This year, advertisers are expected to spend more of their money on Internet sites, than on newspapers. Within two years, Internet ad spending is projected to top the combined total for newspapers and magazines.
  • In 2012, mobile ad spending in the U.S. grew 180 percent to top $4 billion.  Google, Facebook and Twitter were the big winners.
  • Want to advertise in the venerable news magazine, Newsweek? You’ll have to do so online. The 79-year-old magazine released its last print issue on Dec. 31. Many other major daily newspapers and general interest and trade magazines have gone the same route over the past few years.
  • Even television, which remains the most popular medium, is facing its own problems with time-shifting and an aging viewer base. Adults age 65 and over spend far and away the most time watching TV — 60 percent more than the next highest demographic group. Ever notice how the network’s nightly news shows are heavily sponsored by pharmaceutical companies and their drugs to treat diseases of the elderly?

We may all find the end products of ad agencies to be largely irritating, often juvenile and rarely entertaining, but these people do their homework. They will lose customers if they aren’t hitting the media targets people are consuming these days.

Those of us in public relations need to take notice and follow the lead of our advertising colleagues.  We must make our clients aware that times are changing — and rapidly. No doubt, a placement in the print issue of the New York Times is still a big win. But we can no longer minimize opportunities to be in a NYT blog, the front “page” of the Seattle Post-Intelligencer (online only since 2009) or making a splash on our client’s own Facebook site or Twitter account.

It won’t be long before clients will want to know the number of monthly unique visitors to a media Internet site, before asking about print circulation.

A similar trend is underway in the way we read books. Recently, a study showed the percentage of people reading printed books is declining, while e-book readership is on the rise.

And, as an aside, think of the added benefits to the environment as we use less paper, ink and fuel to deliver print publications and books to consumers.

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Can Companies Still Afford Trade Shows?

Posted on August 27, 2012 by Jon| Leave a comment

A question many companies are asking — are trade shows still worth the investment? More than one marketing manager and CFO is trying to balance the shows’ upfront costs with return on investment.

A major national show may cost start-up companies $20,000 or more for a small booth in the back of the hall, employee travel and other related costs. Large multi-national companies can easily drop $1 million or more for huge booths, onsite staff and wining and dining top customers.

Trade show sponsors, exhibit builders and convention center operators will tell you that any recent falloff in attendance is due largely to a tight economy. They say a show’s face-to-face interaction is irreplaceable. Yet as major exhibitors pull out of shows, the stigma smaller companies face for also not attending has decreased.

So if companies don’t choose the trade show route, what are the alternatives?

Many trade publications offer virtual shows that let shoppers chat online with company reps and receive information about new products and solutions via email. The cost is great, but customers acceptance still leaves these not ready to replace the traditional trade show.

Some companies, either alone or with related service/product providers, are sponsoring their own traveling road shows. A five- to 10-city effort can reach existing and potential customers where they live at a cost equal to one traditional tradeshow. I’ve seen these work well.

I’ve also seen successful variations with companies skipping the trade show exhibit hall and securing hospitality suites to provide an intimate place to showcase products and services to key or would-be customers. Granted, if too many potential exhibitors try this option, the shows will close. Other relatively new and often successful ideas are webinars, podcasts and blogs, often hosted on company or trade media websites. They have the ability to reach hundreds to thousands of targeted groups for a very modest investment.

Obviously, the economy has squeezed trade shows. But when the economy rebounds, will they still be a prime marketing choice or will the newer alternatives take over?  What are your thoughts?

– JD

Twitter: @Jdaum

 

 

 

 

 

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Should Brands Create Controversies?

Posted on August 14, 2012 by Sara| Leave a comment

Unless you’ve been living under a rock, you’ve heard about how the president of Chick-Fil-A, Dan Cathy, feels about same sex marriage.  In an interview with the Baptist Press  he took a controversial stance and created an uproar that might have put the fast food joint in jeopardy.

Interestingly enough, this move did wonders for his bottom line. Anti-gay marriage supporters dedicated an appreciation day to the chain, giving it one of the highest grossing sales days it’s ever had.

As a public relations professional, I have to wonder: was Mr. Cathy’s public stance on such a controversial issue intentional?   It came to my attention that almost three quarters of Chick-Fil-A locations are in the more conservative Southern states.  Could this have been a planned PR move in order to boost sales primarily in these areas?

It’s an interesting thought. Marketing departments work hard to create relatable and attractive brand images. So the idea of starting a firestorm seems a bit risky.  Maybe it’s a case where bad press can be good press, too.

So do you think this was an intentional move? Is it a good tactic for brands to create controversy in order to boost visibility and sales?

@SaraAlisia

 

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Guerrilla Marketing: Do YOU Deserve to Die?

Posted on June 29, 2012 by Sara| 1 Comment

Guerrilla marketing often aims to offend people in order to gain their attention.  It’s not for every organization, but it can work.  Officials at the Lung Cancer Alliance seem to have a good understanding of the concept.  The group recently launched a campaign that includes posters saying things like: “The tattooed deserve to die” and “Cat lovers deserve to die.”

What the..? Hey! I love cats!

 

Upon visiting the group’s website, you see a countdown clock until the big reveal of a mysterious disease that doesn’t discriminate: lung cancer.  The clock has been removed and replaced with:

“Many people believe that if you have lung cancer you did something to deserve it. It sounds absurd, but it’s true. Lung cancer doesn’t discriminate and neither should you.  Help put an end to the stigma and the disease.”

The American Lung Association has always been the top dog when it comes raising awareness/funding for lung cancer research.  But this guerilla marketing campaign really put the small Lung Cancer Alliance on the map.  I had honestly never heard of the group until recently.  Many angry comments posted across social media sites prompted me to check it out.

Well done.  I see what you did there, Lung Cancer Alliance.  You let the ticked off people do your dirty work for you.  Here are some excerpts from the Lung Cancer Alliance Facebook page:

 

Some would argue for the end of this campaign. It’s certainly not appropriate for all issues or groups.  But for a small, cash-strapped non-profit trying to raise awareness about a deadly disease, I applaud the effort.

 

@saraalisia

 

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Stop the Madness: Spray and Pray

Posted on June 6, 2012 by Sara| Leave a comment


As a general rule, before I pick up the phone to pitch a media contact, I know their name, have researched the outlet, skimmed through recent stories the journalist has written and have an idea of why they would want to hear my pitch in the first place.  This ladies and gentlemen, is the art of romancing the media.

It’s surprising how many PR professionals still operate with the old “spray and pray” method, thinking that quantity pitching rules over quality pitching.

In fact, I just read a great white paper by Cision When in Doubt that outlines the very reasons why we PR pros shouldn’t do that.  The most important lesson you can learn in this industry is to research everything you possibly can about the outlet/beat of the person you’re pitching.  In all honesty, those that skip this huge step really do damage to themselves and the company they represent. They also do big disservice to industry as a whole.

It just gives PR a bad name. We want the media to see us as a valuable resource, not as annoying spammers.  I’m sure it would be maddening for a real estate reporter to continuously get pitched to cover the latest beauty product.

Researching the details is more time consuming, but the paybacks are better quality and even quantity coverage.

Aside from doing research before you send anything to or contact the media I have a couple of suggestions I’ve picked up from my experiences for when I pitch and follow up on the phone:

  • Check out editorial calendars.  These can be a gold mine.  Even if they aren’t interested in covering your news now, it could be perfect for them at a later date.  Follow up.
  • When you call to follow up, instead of going straight to your pitch, introduce yourself and ask what they are working on. It could be in connection to what you’re pitching. Use your discretion if they sound hurried. By being natural, conversational and not just pushing your pitch, you earn their ear and respect.
  • But be ready to deliver the main points of your pitch in less than 20 seconds.   More often than not you will run into an editor that has no time for nonsense.  Prepare for that.

Of course don’t leave out social media as another avenue for media outreach. It offers valuable insights into what journalists’ are writing about and their interests.

Above all, know that if you continue to spray and pray, it may take a few reporters giving you a piece of their minds before you never again forget to research before you reach out.

@saraalisia

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Are media marketers doomed to repeat past failures?

Posted on March 15, 2012 by Sara| Leave a comment

Image credit: Recruitmentnewstyle.com

Why is it that some of the nation’s largest, most well-known brands keep “screwing the pooch” with misdirected social media campaigns that either fall flat, highlight inept customer service, or practically incite a riot attempting to be provocative?

AdAge’s Matthew Yeomans recently wrote a post on why social media marketers fail to learn from their mistakes (he’s also co-authored a book on the topic). He details why the nation’s top brands keep making the same mistakes over and over and what everyone – from small business owners, to Fortune 100 executives – should do to keep them from happening again.

Here are the five key reasons companies keep making the same mistakes over and over and a breakdown on how to avoid turning a potentially successfully social media campaign into a giant #FAIL:

1. They fail to take social media complaints seriously – Waiting to respond to negative social media comments, or failing to respond at all, almost always leads to a groundswell of negativity. With the supercharged nature of social media, negative backlash can easily eclipse what you thought was a ‘cool idea.’

2. A small social media snafu spirals into a mammoth #FAIL – The company either hasn’t allocated the necessary resources/experience (read: interns) to managing social media, or it’s fallen asleep at the wheel. We can’t say it enough – leave social media management to people who,know your brand, have a stake in your business and experience managing more than simply their personal Facebook page. That could mean a qualified, engaged firm or a dedicated in-house team.

3. Companies too quickly dismiss the influence of new social media platforms – Often times, it’s easy to dismiss a new platform as a ‘flash in the pan,’ but the old adage “you don’t know until you try” is especially true with technology. Give that new platform a try (perhaps via your personal social media channels). Who knows? You might unearth a powerful brand-building tool.

4. Internal departments work in silos – When the marketing team has no idea what sales and human resources are doing, it becomes easy to turn social media into a muddled effort. More and more, a successful social media campaign relies on the buy-in of all business arms.

5. Opting to crowdsource your campaign? Be ready for anything – Some of the nation’s largest brands (McDonald’s, Chevrolet, Coca-Cola) have seen crowdsourcing (turning their campaigns over to the general public for feedback) blow up in their faces. A good rule of thumb is: think before you crowdsource.

- Marrissa

(follow me on Twitter: @marrissam)

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Have you heard?…There’s a new definition of PR

Posted on March 6, 2012 by Sara| Leave a comment

Image credit: Duffey Communications, Inc.

After review of 927 proposals, a pretty extensive voting process and much hand-wringing, the Public Relations Society of America (PRSA) has finally ‘re-defined’ the definition of public relations. After more than a century of existence, we wonder why PRSA chose now as the time to slap a definition on what exactly it is that PR professionals do, especially in a time when the day-to-day practice of “PR” has never been more fluid.

So what, you ask, is the new definition of PR? The winning definition, as selected by almost 1,500 voters: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Whether you agree with the new definition, or not, the process of redefining PR certainly has the industry going. And while defining PR is important, the truly important question is, “Do our clients, current, future and former, really know what PR is?” and perhaps even more importantly, do they know how it can help their business?….questions the PRSA can’t answer.

- Marrissa
(@marrissam)

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The Great Hashtag Debate

Posted on January 25, 2012 by Sara| Leave a comment

It’s a growing trend in the Twitter world and companies still aren’t catching on – Company announces social media campaign… Company creates hashtag…. Twitter-verse abuses hashtag… Company removes hashtag.

Most recently, McDonald’s created a campaign that intended to highlight the positive, personal stories of its customers. They dubbed the campaign #McDStories on Twitter and let the online community have at it.

And that’s where the campaign went awry.

Like so many others, the hashtag turned into a free-for-all rant from thousands of Twitter users. From jokes to bad experiences, the posts turned a well-intentioned social media campaign into a global laugh track.

But this story is just one of many that raises an important question. Why does this keep happening?

Yes, Twitter and social media are innately volatile and companies will never be able to control every aspect of their plans. But where’s the accountability in the marketing and public relations sector?

Ultimately, this speaks volumes about the current state of the public relations world. While countless companies and industries are taking advantage of the social media boom, very few have public relations managers and directors have the creative savvy and foresight to effectively plan a long term social media campaign.

It takes a special individual to understand not just how social media works, but how each and every type of user will respond to a campaign. Because in a world where everyone has a voice, we now need to be aware of each specific reaction, in addition to the overall response.

-Justin

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Google Playing with Fire

Posted on January 12, 2012 by Sara| Leave a comment

Google is playing around with our searches and the public is not happy.

This week, the global leader for all online questions-and-answers has made a few significant changes that will alter the way you search.


In an effort to improve its Google Plus market influence in the world of social media, Google has integrated the platform into all searching on the site. This means that you will now see links to friends’ results, tagged posts and even other users’ photos in your searches.

Unfortunately, this seems like a move that places Google’s needs in front of the consumers’. Sure, we can’t blame them for boosting Google Plus but at what expense? Isn’t Google supposed to be the go-to stop for the most effective searching?

Google used to provide real-time results from Twitter (read Twitter’s angry reply to this move). Google used to be the best place to find exactly what you wanted quickly, regardless of how obscure. Now, it is beginning to look like a watered-down version of what once was.

Certainly this new format weakens the platform and even pushes certain consumers away.

Luckily, for those of us savvy enough to do a little digging, you can opt out of the new setup and partially restore your Google searching to normalcy.

Or just simply teach Google a lesson and switch to Bing.

-Justin

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P.S. Click Here

Posted on December 15, 2011 by Jon| Leave a comment

I guess it’s never to late to learn something new — even about email, a now quaint way of communication that’s being surpassed by SMS, Twitter and Facebook.

I receive at least 25 emails a day from advocacy groups or retailers that I once had an interest in following.  Lately, I’ve noticed a few consistently add a P.S. and even a P.P.S. to their mailings.

I’ve always thought of a postscript as being something you add to personal correspondence, not a marketing pitch.  So I finally became curious enough to see if there was a reason behind this.

And there is.  It seems that people will often skim directly to the P.S. to get a summary of the mail.  Research has shown it can increase your click through rate by a third or more.

So if you’re planning an email marketing campaign, I’d now recommend adding a one-sentence rehash of your message and a link to an email or website address.

P.S.  You can follow me on Twitter @jdaum

-Jon

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